PENGARUH KUALITAS PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKO MAS SEMAR DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MODERASI

Authors

  • Dwi Abadi, Alwi Suddin & Erni Widajanti

Abstract

The purpose of this research are to analyze the significant impact of
product quality, price, promotion, and customer satisfaction on purchase
decision and to determine how customer satisfaction can moderate the
product quality, price, and promotion on purchase decision. The aim of this
research is to give Toko Emas Semar Pasar Kalioso recommendation to
increase their revenue and to become a reference for other researchers. The
population of this research are 100 customer of Toko Emas Semar Pasar
Kalioso. This research using survey questionnaire method. The technique of
data analysis of this research is multiple linear regression analysis, T-test, Ftest,
coefficient determination, and absolute deviation. The result of this
research shows that the product quality does not affect significantly on
purchase decision of the costumers, the price affects significantly on
purchase decision of the costumers, promotion affects significantly on
purchase decision of the costumers, customer satisfaction affects
significantly on purchase decision of the costumers, customer satisfaction
does not moderate the effect of product quality on purchase decision of the
customers, customer satisfaction does not moderate the effect of product
quality on purchase decision of the customer, and customer satisfaction
moderates the effect of promotion on purchase decision of customer in Toko
Emas Semar Pasar Kalioso.
Keywords: Product Quality, Price, Promotion, Satisfaction, Purchase

 

Downloads

PlumX Metrics

Published

2022-01-23

How to Cite

Erni Widajanti, D. A. A. S. &. (2022). PENGARUH KUALITAS PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKO MAS SEMAR DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MODERASI. JURNAL MANAJEMEN SUMBER DAYA MANUSIA, 12(1). Retrieved from https://ejurnal.unisri.ac.id/index.php/Manajemen/article/view/2275

Issue

Vol. 12 No. 1 (2018): Manajemen Sumber Daya Manusia

Section

Artikel

License

Copyright (c) 2018 Manajemen Sumber Daya Manusia

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors who publish this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors can separately make additional contractual arrangements for non-exclusive distribution published by the journal (e.g., publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are allowed and encouraged to send their work via online (e.g., in the institutional repositories or their website) after published by the journal.